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About this Blog and its Author

I'm P.J. Hinton, the Director of Engineering (and wannabee wordsmith) at Compendium Blogware. I'm part of a talented and passionate team of software and system engineers who are working to develop a better business blogging platform.photo of P.J. Hinton

I'm an old timer relative to the company's history, having started in early 2008 as Compendium's second full-time developer.  Over that time I've worked primarily server side functionality, stuff you rarely see but surely miss when it isn't working properly.

Past projects have included a distributed system for editing and rendering XML blog page templates, an asynchronous system for notifying blog update services, a content idea recommendation engine that relies on RSS feed aggregation and caching, and countless RESTful web service endpoints that provide a reliable flow of data to our rich web interfaces.


As a startup employee, I get to wear multiple hats.  Although most of my work is in PHP 5 and SQL, every once in a while I get a chance to write JavaScript for the user interface.  Some of the things I have worked on include the keyword strength meter and the autosave manager in the editor.  I was an active participant in the implementation of the new administrative content moderation interface we rolled out this spring.  I've also become (for better or worse), the Engineering team's resident nomenclature guy, responsible for reviewing the names of object classes and web service endpoints.

Jumping into this role was nothing short of a major skill set retuning.  Prior to coming on board with Compendium, I worked largely on cross-platform, native code applications in C and C++, spending two-years working at Rhysome, a northside Indy startup that was trying to break into the nascent Complex Event Processing software market. Before that, I spent a almost a decade at Wolfram Research, working on various parts of the wildly successful technical computing package Mathematica.

Compendium's leadership has succeeded in fostering a creative, energetic, and dynamic working atmosphere, something you'd be more likely to find in the Silicon Valley rather than the Circle City. What's not to love about that? :-)

I'm using this space to blog about subjects like:

  • the useful features of our blog hosting software
  • the value of corporate blogging in general
  • administrative issues in maintaining business blogs
  • the use of software to understand social networks
  • technologies relevant to our software development efforts

In the Local Search Marketplace, It Might Not be About You

Saturday, January 30, 2010 by P.J. Hinton
Computer trade publication Information Week ran an article today about the growing importance of local search.  Citing statistics from Google, the Kelsey Group, and marketing firm Clearlink, the article notes a rising trend: for local businesses, winning new customers means focusing more on geotargeted keywords rather than brands. 

In a world where people can search from smart phones, consumers are turning to keyword phrases that mix what they're looking for and where they are.  The goal: to find what's there, and boosting your brand profile won't help them find you in a situation like that. 

Here at Compendium, we've had several clients who've chosen to focus on geotargeted keywords in their blogging campaigns, so in a way they're already ahead of the game.  What does your local search strategy look like?

So You Got Found in Search... Now what?

Wednesday, January 27, 2010 by P.J. Hinton
Search Engine Land is running an insightful article by Scott Brinker about the next frontier in marketing -- someting called conversion optimization.  Brinker dwells on several aspects of how to get customers involved once they've landed at your site. 

All those search engine click throughs to your site won't do you any good unless they are potential customers who are going to purchase your goods or services.  Brinker draws parallels between conversion optimization and search engine optimization (SEO) and makes some significant distinctions between them.

Some important takeaways I got from the post:
  • Like well-done SEO, conversion optmization is a process that is refined over time.
  • It requires a mindset that can collect data, analyze it, and draw meaningful conclusions about it so that techniques can be refined.
  • While conversion optimization dovetails with SEO, it's also useful to use with paid search result placements.
  • You may need to think about refining your calls to action to match different market segments.
It's definitely a worthwhile read.

Compendium Callbacks: An Easy Path to Event-Driven Integration

Monday, January 25, 2010 by P.J. Hinton
When you hear the phrase, "Don't call us, we'll call you," it's usually a bad thing.  It means the end of the line for a sales pitch or a job search lead.  But in the world of application integration, it's actually a very powerful design strategy. 

For events that occur at unpredictable intervals, the act of polling a server to see if something has happened can become a waste of CPU resources and bandwidth.  To see why this might be the case, imagine an analogous and more familiar situation -- a child repeatedly asking a parent, "Are we there yet?" 

Granted, application servers don't run out of patience like humans do, but they do tend to slow down as their resources get overused.  Having a way to tell an application, "Notify me when event X happens over on your side," becomes a much more efficient approach because communication happens only when needed.

Last summer we introduced a feature in our corporate blogging platform, called a callback, that allows a client to specify that a notification message be sent when events like post submissions, comment approvals, etc. occur within our application. 

The message is delivered as an HTTP POST operation.  It contains a digital signature to verify authenticity.  Moreover, it can be delivered over SSL to ensure that only the recipient sees the data payload.

Callbacks make it possible for Compendium to be integrated with other applications and online services.  All the client needs to do is supply an adapter service, which is usually just a server-side script that processes the data and then forwards it on to a third party service that expects it in a different form. In the figure below, a client has developed an adapter service that submits a request to a service that uses SOAP when an event of interest has occurred.


diagram of Compendium's callback infrastructure in action

Additional information on implementing callbacks can be found in an online guide at the Engineering team's documentation website.

Great Article on Good SEO Practices

Wednesday, December 9, 2009 by P.J. Hinton
BtoBOnline is running a great Q&A column for newcomers to the field of search engine optimization, wherein Jonathan Lawoyin, an SEO manager at eWayDirect, spells out the dangers of using shady tactics to claw to the top of search engine result pages. 

If you are a business trying to market yourself on the web, and you're dealing with an SEO consultant who's pushing you to adapt questionable measures, this is a great article with which to push back.

This paragraph spells it out well:

These black hat tactics may work for a while, but I've heard many horror stories about SEO professionals who got clients to the first results page of Google for a given keyword, then plummeted 70 spots a few months later. In some cases, their rankings fell just in time to miss holiday season traffic. Unethical tactics are not worth it in the long run.

This comes back to a theme I blogged on a couple months ago -- the notion of sustainable SEO.  Lawoyin likens ethical SEO to the notion of commercial e-mail that complies with regulatory requirements.  Instead of government agencies, the compliance is policed by search engine spam eradication teams headed by the likes of Matt Cutts at Google.

Hasty: Blogging Still Relevant Even as Search Evolves

Tuesday, December 1, 2009 by P.J. Hinton
Today at SearchEngineWatch, Herndon Hasty takes stock of things that have changed about search over the past few years and comes to the conclusion that many of the fundamentals for good search engine ranking haven't changed, and that includes the SEO value of a good corporate blog:

In the midst of the discussions about Twitter strategies and how to build a Facebook fan page, the huge value that a company-driven blog offers has gotten lost in the shuffle...

Combine a drive by the engines for fresh content with SEO value that newer social media can't touch. It's an invaluable channel that's frequently overlooked and neglected -- in many cases because it's not the word on everyone's lips at the moment.

Read the whole article!

Web Browser Quotation of the Day

Tuesday, December 1, 2009 by P.J. Hinton
Saw this quotation in an article by Stephen Shankland about Microsoft promoting Internet Explorer 8 as a replacement for Internet Explorer 6.

The best thing a user can do to advance the Web is to help move people off IE 6.

-- Ryan Servatius, senior product manager for Internet Explorer at Microsoft

I couldn't agree with Mr. Servatius more!

Does Listening Matter?

Wednesday, November 25, 2009 by P.J. Hinton
At the Social Media Explorer blog, Jason Falls has a post warning social media experts, consultants and strategists that they need to be mindful that if they don't factor the bottom line into corporate social media initiatives, they will find themselves with shrinking, if not disappointed, client base. 

He's right on this point.  Businesses have to make a profit to survive.  However, I have to take issue with this passage from his post:

Conversations do not ring the cash register. Engagement does not sell more product. Talking with people just means you have to take time to listen which prevents you from spending valuable time selling more product.

The danger in this advice is that if it's taken to the extreme, an exclusive focus on the sale here-and-now will prevent you for adapting your product so that there will be sales in the future.  You might wind up eating the proverbial seed corn.

Listening has it's place because it helps you better understand where you're meeting the customer's needs and where you're not.  With rare exceptions, the marketplaces where our companies compete are constantly evolving.  If you don't know where things are headed, you could find yourself on the dinosaur end of the adaptation scale.

As you work to your meet your short term sales targets, be sure to set aside some time to converse with your customers in ways that are honest, helpful, and meaningful.  Your customer will have an increased awareness that you're committed to improving, and you won't be short of ideas on how to stay ahead of the competition.

It's like that part of the investment pyramid that's set aside for more aggressive investments, things that may not pay off, but when they do, they pay off big, but putting too much of your resources there will result in damaging losses.

The Perils of Monkeypatching and Inappropriate Flow Control in JavaScript

Wednesday, November 18, 2009 by P.J. Hinton
Yesterday, I spent some time helping a Product Support Manager debug a headscratcher of a problem.  A designer was having trouble getting a JavaScript-powered widget working on a client's blog template, and there was no obvious reason that it shouldn't have worked.  Indeed, we use this widget on our own blog template.  So what was the issue?

The problem turned out to be caused by a conflict between to widgets on the page.  One widget was altering the behavior of a built-in JavaScript object, and the other was using an inappropriate flow control mechanism to iterate over that built-in object.  Let's take a closer look at what was happening...

JavaScript developers should be very aware of the array object because it is used frequently to store collections of data.  Sometimes, it becomes necessary to locate the index of an item sitting in a given array.  Consider the following example:

var hayStack = ["hay", "hay", "needle", "hay"]; 

The language standard, ECMA-262, does not specify any methods on the Array object that will do this for you.  In its implementation of JavaScript 1.6, the Mozilla project introduced an extension, called indexOf(), that returns an integer index indicating the search item's location in the array.  In the example above, hayStack.indexOf("needle") would return a value of 2, since arrays index off of zero.  If the search item is not present, then a value of -1 is returned.

This is an incredibly useful method, and the Mozilla project's documentation of this method includes a compatibility note warning the reader that this method may not be implemented on other JavaScript interpreters.  As a workaround, they provide a JavaScript implementation of the method's functionality.  In essence, it is a monkeypatch.

Problems arise when you have code elsewhere that iterate over the contents of an Array object.  The Mozilla Project's online document A Reintroduction to JavaScript provides some guidance on looping over Arrays.  The most appropriate and efficient being:
for (var i = 0, len = a.length; i < len; i++) {
    // Do something with a[i]
}
As a side note, it is worth mentioning that care should be exercised in accessing a[i], checking to make sure that it is not of type undefined.  This can happen if the array is sparse, meaning not all integer index values from 0 to the length value may be present.

Some JavaScript developers have a bad habit of using the for...in looping construct, which is intended to iterate over the properties of an object.  The guide cited above makes the following warning:

Note that if someone added new properties to Array.prototype, they will also be iterated over by [for...in] loop...

A few years back, Andrew Dupont wrote a blog post warning of this kind of danger.  I've considered it useful enough to use it as a basis for User Interface Engineer candidate interview questions.

Let's now see how this affected the client's template...

The first widget was the Twitter widget developed by Dustin Diaz, which can be found at http://widgets.twimg.com/j/2/widget.js.  If you look at the source and sift through the minification, you'll find this definition, which is applied only if the Array object does not have a forEach() method defined (a sideways way of detecting whether Mozilla's JavaScript 1.6 extensions are implemented):
 
Array.prototype.indexOf = function(B, C){
  var C = C || 0;
  for(var A = 0; A < this.length; ++A){
    if(this[A] === B){
      return A;
    }
  }
  return -1;
}

The second widget was idTabs, which can be found in unminified form at http://www.sunsean.com/idTabs/jquery.idTabs.js.  In the setup code that hides DOM elements, there is this code:

 76       //Setup Tabs
              ...
  82       var idList = []; //save possible elements
              ...
 92       for(i in idList) $(idList[i]).hide();

By the time execution hits line 92, idList is an array of strings that correspond to HTML id attributes.  The syntax $(idList[i]) is the jQuery way of doing a DOM getElementById() method call. 

If Array has been monkeypatched with indexOf() as described earlier, then you'll get something like idList["indexOf"], which will return a JavaScript Function object rather than another string.  Down in the hide() method, the JavaScript interpreter will give you an error because it will try to modify attributes on something that is assumed to be an HTMLElement.

The bottom line is that the idTabs widget could not function properly on a page where the Twitter widget was also present, provided that the host JavaScript interpreter did not meet the Twitter widget's sniff test for whether the Mozilla Array extensions were defined.  In other words, this was broken in Internet Explorer and versions of Firefox prior to version 1.5.

This kind of problem can be difficult to debug because prior to version 8, JavaScript error reporting was awful in Internet Explorer.  You'd get a line number with no information about what file was being processed.  To get meaningful information, you'd have to install Microsoft's deprecated Script Debugger or use Visual Studio.  Moreover, both files are typically used in minified form.  I was fortunate in that idTabs provides an unminified version, so I was able to use it in debugging.

Does Blind Forwarding of Information Count as Real Promotion?

Monday, November 16, 2009 by P.J. Hinton
Do you have a friend or relative who is a compulsive forwarder of e-mails?  Yeah, I thought so.  Every message you receive from them has at least three or four "Fwd" prefixes in the subject line and just as many levels of indented quotation.  Usually the content is a chain letter, a hoax, some promotion for a freebie, or an attempt at humor.  I've become so jaded that I don't even bother opening them, sending them straight to the trash.

The forward-without-forethought dynamic of e-mail is amplified in newer forms of social media.  Case in point -- take a look at the post titled "Twitter is Useless: Simple Case Study" over at WhyDoWork's corporate blog (hat tip to Hacker News).   They announced a promotion via Twitter and encouraged retweeting.  They found that people kept retweeting and entering long after the promotion wrapped up.  As one of the lessons they took away from the experience:

If you’re a marketer, think about running a contest on twitter. Thousands of people will promote your contest for you even after it’s over.

This may well be true, but it also raises the question of whether the recipients and retweeters include large numbers of high quality leads.  The promise of a popular freebie with a low barrier to entry is likely to draw in people who have no interest in what you are offering, but they are more than happy to take whatever you might be offering.

I'm just speculating at this point, but I suspect that this type of campaign might be like one of those TV commercials which winds up being too funny or entertaining for its own good.  You can't help but tell others about it, but at the same time, you can't remember what product they were promoting in the first place.

Don't be THAT Business!

Monday, November 16, 2009 by P.J. Hinton
Businesses come in all kinds of aspirations, sales figures, and revenue.  Some businesses are comprised of teams which include tech savvy staff, and then there are others who don't.  There's nothing necessarily wrong with that.  There are some fields where it just doesn't make sense to pay the salary of a full-time tech guru.

Regardless of your orgainzation's technical savvy, chances are there is a substantial number of  potential customers who are looking for what you have to offer via search engines.  If you're not showing high up on the rankings for the keywords they're using, then you are as good as nonexistent to these people.

Buying into the growing marketing wisdom of the age, you decide to line up a corporate blogging initiative.  When it comes time to pick a platform, you ask around.  Some point you to free hosted services.  Others tell you to use this or that particular open source package on your own servers.  Chances are, you'll opt for the open source package that a large number of businesses are using.

Then the fun begins.  Suppose you're one of those businesses whose technical skill on the low end of the spectrum.  You'll be faced with a sea of arcane knowledge that will be confusing at worst.  Is setup that hard for non-techincal people?  Look no further than a blog post published today by Kit O'Toole over at BlogCritics.  In setting up a WordPress blog for herself, she ran into a steep learning curve with PHP and CSS, and she learned the hard way what damage can be done when the database gets corrputed.

So then you plonk down a few grand to bring in a social media expert, or you roll the dice and put up an ad on craigslist's computer gigs section offering some amount of money for someone who knows what they're doing.  That will cost you maybe a few hundred to a couple thousand dollars just to get up to speed.

Once you've gone live and started creating content, you'll face the challenge of ongoing maintenance.  When your blogging platform choice ships a new upgrade, or when there is an advisory about security that needs patching (see Tech Crunch story from June 2008 and Robert Scoble's blog post from September 2009 for some good examples), chances are you'll need to track down that guy who did the original setup (you did keep his contact information, didn't you?) or expend effort getting someone to help you out.

This problem is one of the core value propositions of Compendium.  Not only are you buying into a platform for your SEO efforts, you're also getting the backing of a multitenancy application. There are no more installs or upgrades for you to fret about.  In fact, new code releases occurring ruing the middle of the week ensure that you'll always have the latest and greatest version of our platform.  We worry about uptime, maintenance, and backups, so you don't have to!



Will Speed Kill Your Website?

Saturday, November 14, 2009 by P.J. Hinton
Over at Marketing Technology Blog, Doug Karr has written a post about a proposed change in Google's ranking algorithm that would take into account page load times.  Under the new system, sites whose pages load faster would get a boost. 

In the WebProNews interview cited by Doug, Google engineer Matt Cutts says that the change is backed by several Google engineers who believe speed should be a differentiating factor.  Doug says that he is skeptical of Cutts' claims, arguing that it is spin, and the more likely reason is that  Google is not wanting to make the investments in bandwidth and computational infrastructure to do more sophisticated forms of crawling.

I have to disagree respecfully with Doug's hypothesis because the assumptions don't match Google's operational profile.  If you look back on the trajectory of Google's path to success in search, it is tied largely to their devotion to a couple of simple principles:
  • be better than anyone else at delivering timely and relevant search results
  • if state-of-the art tech isn't up to the task, build something new that does the job
This is why things like MapReduce and BigTable came into existence.  No off-the-shelf software was good enough, so they built it themselves.

It's also the motivation behind the Caffeine indexer, which is being slowly rolled out to its data centers.  By their own admission, rankings don't shuffle that much, but the algorthms behind the indexer get their results more quickly, which has real value both to Google and searchers.

Although Google is arguably the 800 lb gorilla of search, and it has been remarkably adept at leaving its competition in the dust over the past decade or so, it also has to compete in a volatile marketplace. 

The cost of migrating to a different search engine is miniscule compared to similar migrations in automobile makes or operating systems.  Change a bookmark or download a new browser toolbar, and you're done.  Google won't have the luxury of marketplace inertia like the Big Three automakers or Microsoft.

To me, Doug's theory would make a lot more sense if Google was a company that was counting on market inertia for survival.  A company that has a lot of cash and is hellbent on staying ahead of the competition isn't about to sit on its laurels and let it's crawling algorithms stagnate.  Google has an engineer's mindset, not a the mindset of a miserly accountant.

I think the more appropriate interpretation is this.  If your job is to develop a system of algorithms that determine how useful a page is for someone who is interested in a set of concepts, one has to take into account the question, "In what ways does a site suck?"

Google has attacked the content problem relentlessly, trying its best to weed out sites which attempt to weasel in higher rankings without providing real usefulness to the user.  Now Google is turning its eye toward presentation.  In other words, is the payload for the content being delivered to the user in a way that doesn't require relatively large amounts of time?  This approach is innovative because it places value on the web searcher's time.

Another place where I disagree with Doug is the question of cost improving speed.  Achieving faster page load times doesn't necessarily require that you invest in high end technologies that are used by the big sites.  The tools for measurement and remediation are out there, and in many cases they are free (as in beer).

For the case of measurement, Yahoo provides YSlow, and Google offers PageSpeed.  These tools give you quickly produced report cards that can help you decide where to channel your efforts. 

Some low hanging fruit include turning on HTTP compression on your web server and slimming down the content of a page to what's really necessary.  Minfying JavaScript with tools from Yahoo or Google is easy to do and helps with load times as well.

The next steps usually involve reducing the number of HTTP requests by doing things like asset rollups, where JavaScript and CSS files are bundled together, and using CSS sprites, which combine several frequently used graphics into a single image that are then displayed via CSS properties.

Moving your static assets to a content delivery network isn't all that astronomical anymore.  You can use low cost CDNs like SimpleCDN or Amazon's CloudFront.  If you have fine-grained control over your web server, take a look at how your server uses HTTP caching headers to ensure browsers are making the best use of their caches.

My advice to worried webmasters would be this:
  • Don't panic now!  This is something that hasn't been made official yet.  It's not going to kill your site right away, but it should give you pause as to whether your site is the best it could be.
  • Don't panic later!  By its own admission, Google takes into account hundreds of factors.  Your page's speed is just one of them.  You don't have to be the fastest page out there.  You just have to be faster than pages of similar content and quality.
  • Use the free profile tools to find out where your site's bandwidth usage is suboptimal.
  • Use common sense to make sure that the bad metrics truly are relevant to your site.  For more information on this, take a look at Jeff Atwood's critique of YSlow from a couple years ago.
  • Spend some time looking over your page templates to identify what can be fixed.
  • Fix the things you can.
With this advice, not only will you weather the change, if it does come along, your visitors will have a much better experience with your site.

More Great Keyword Usage Tips

Tuesday, November 10, 2009 by P.J. Hinton
Yesterday, I blogged about Compendium's Keyword Strength Meter, touching on the dos and don'ts of keyword phrase usage.  It turns out that Indy online marketing authority Doug Karr was thinking along the same lines and posted a very useful article on keyword usage and SEO on the Marketing Technology Blog that expands on this topic.  If smart and non-spammy SEO is your goal, his post is definitely a must-read.

Keyword Strength Meter: What it Does and What it Does not Do

Monday, November 9, 2009 by P.J. Hinton
Compendium Blogware's post editor features a small widget known as the Keyword Strength Meter (referred to by the development team simply as the "KSM").  It's a display that gives the author a quick indication of the current keyword usage in your post.  Starting at a bright red, the appearance will transition to green as keyword phrases are added to the post.

I wrote an introductory post about the KSM soon after it went live in the summer of 2008, and since then it has gone through many changes. 
  • There were revisions to make sure that it was able to compute the score on the fly without imposing too much overhead the host browser.
  • When we switched editor technologies at the beginning of 2009, we made the code more modular so that it wouldn't be as tightly coupled to the editor that it was monitoring.  
  • Also during the editor revamp, we changed the display to emphasize that the meter is a qualitative measure.
  • This past summer, after introducing a new moderation dashboard for network administrators, we added a keyword strength meter to the post preview so that network administrators could view the value.
One thing that hasn't changed as our user base has grown is the intense affinity that users have had for the widget.  From Sales and Client Success, I have heard stories of users who endured great frustration because they couldn't make their posts turn the right shade of green.  I've also heard of network administrators who have rejected posts because they weren't green enough.

As the developer of the original implementation of the KSM and the designer of its scoring algorithm, I think it's important for content authors and network administrators to have an awareness of what the meter measures so that it can be used effectively.  I'll also talk about what it can't do for you. 

The meter looks at three things in determining its score:
  • Does the post contain any keyword phrases?
  • Are the same phrases being used over and over, or is there a variety of keywords being chosen?
  • Are too many keywords being used relative to the length of the post?
These measures are combined in a way that simultaneously rewards keyword usage and penalizes keyword stuffing, a practice that Compendium discourages because it runs counter to what we are trying to help our clients achieve.

Keyword usage is but one piece of a successful corporate blogging program.  Other significant factors include:
  • Creating Content Steadily -- The primary axis of content organization within a single blog is time.  Newer content appears on the lead pages.  Older content takes more mouse clicks to reach via pagination.  Assuming that search ranking algorithms place greater emphasis pages closer to the root of a URL hierarchy, the new content is what gets the greatest weight.  A steady stream of new content ensures that indexers know you're alive and relevant.
  • Choosing Topics Relevant to the Customer -- If sales of your products fluctuate over time and change of season, you'll probably want to adjust the emphasis of your posts accordingly.  Sometimes the keywords you chose initially for your blogging program don't take these topics into account.  If you focus too narrowly on the original keywords, you'll wind up creating posts that miss opportunities to convert.
  • Being Real by Letting the Rank and File be Themselves -- Our application makes it easy for organizations to add new user accounts for blogging.  We do this to encourage our clients to a wide variety of employees blogging.  Packing the blogging team with people exclusively from the Public Relations team runs the risk of making blog content read like those newsletter inserts that come with utility bills.  Do you read those things?  I didn't think so.  Overemphasis on using exact keyword phrases in every post also runs the danger of making their usage look forced, which can be spammy looking.
What's common to all of these points?  They cannot be measured by the KSM. 

The content creation time line graphs on the network administrator's dashboard can help keep an eye on frequency.  The content ideas panel on the user dashboard can provide timely reading for new ideas.  Producing real content requires human beings with inspiration and knowledge of the customer's needs.  No computer can replace that.

The bottom line?  Use the KSM as part of a comprehensive strategy to make sure that keywords are being used in reasonable measure.  Treat it as a rough guide, not an all-knowing oracle.

Where Do Communities Make Sense?

Sunday, November 8, 2009 by P.J. Hinton
Many months ago, I blogged about how the goal of using a corporate blogging program to build a community is not a universally applicable principle.  There are some businesses whose product lines are readily amenable to community building because the customers have an ongoing relationship with the company, but there are many where the concept doesn't make sense.

A recently published Information Week column by Fritz Nelson underscores just how difficult it can be to build a community.  Some of the takeaways:
  • There is no formula to success.  An approach that worked in one context will not necessarily succeed in another.
  • The common theme among successes is that they try to "create something out of real social need, or passion".
  • Identifying that need and meeting it requires listening, following, and persuading the customer to take action.
Where are some areas where this works?  Fritz offers some examples:
  • Social gaming
  • Enterprise software and hardware
  • Frequently used services, like utilities
If you look at these three areas, they all wind up being deeply ingrained within the workplace or lifestyle of the participants.  Social games, like Farmville, require regular back-and-forth interaction.  People whose job involves working with enterprise software and hardware usually spend so much time on it that it they want that close connection to the vendor.  Lots of people watch TV, and many of them get their TV from cable, and they are all too happy to vent online about their travails.

Fritz makes a good case for how an airline could use data it already has available to figure out how to establish good customer relationships.  For business travelers who rack up the air miles, positive engagement within the context of a community could build loyalty.  As an example of how easy it is to get it wrong, he points to videos made by Microsoft for the release of Windows 7.

All of this should be a reminder to businesses that the question of community building should be approached with seriousness and openness to the possibility that it simply does not make sense.  And even when it does make sense, there's no clear path to success.

Sustainable SEO

Wednesday, October 7, 2009 by P.J. Hinton
Being prominent in search results has a high value.  You're convinced of that and are willing to fork over the big bucks to get there.  There is no shortage of consultants who will be all too ready to take your money with the promise of quick results.  The question you should be asking the consultant is, "Are the results you offer sustainable?"  If you don't ask, you could be setting yourself up for a let down in the long run.

What determines whether a tactic is sustainable?  Look at it from the search engine algorithm designer's standpoint.  Whether someone continues to use your service depends on whether you can consistently deliver relevant results to the visitor.  If you can't, or some other search engine can do a better job, your value as a service diminishes greatly.  You can join the pile of search has-beens like Alta Vista and Lycos. 

Google pours tons of effort into refining their algorithms to distinguish between good content and attempts to game the system.  Chances are, if you are using tactics to game, you're going to get caught and get whacked.  That quick bump to the top all of the sudden becomes a rapid slide to the bottom, and even if you clean up your act, it's a very long climb from the basement.

A very good case-in-point can be found in P.J. Fusco's SEO Q&A column from today.  She takes on the "build or buy" question for inbound links to your website.  She writes:

In one instance, a former client decided to start aggressively buying text links. The business quickly shot up the rankings, but then dropped abruptly when Google caught on to what it was doing. The company abandoned the tactic and eventually returned to its regular positioning...after the better part of a year. In the short term, it had what could be called success on the three terms for which they were buying links. But over the long term, it's hard to call the tactic successful.

If this is where your tactics ultimately land you, then you're not practicing sustainable SEO.  She goes on to write:

Imagine where your site could be positioned in the search engines if you took the link-buying budget and developed a widget that helped build links to your site year after year. Or suppose you took that money and invested in creating content that repeatedly added valuable links to your site? Blogs remain a relatively inexpensive way to not only create link-worthy content, but connect with your customers in an entirely different voice.

That's pretty much what Compendium is all about... providing an application that companies can use to do sustainable SEO through blogging.

I would encourage you to read her entire column.  It also contains some interesting information on the adoption and usefulness of the canonical link tag, which is something we introduced on new blog templates about seven months ago.

Why are the Consumer Groups Concerned?

Thursday, September 3, 2009 by P.J. Hinton
Over the past couple of days, I've been blogging about a report issued by a group of well known privacy and consumer advocacy groups regarding behavioral targeting online.  Today, I'd like to summarize what the groups say motivated them to publish the paper.

Starting with the concept of Fair Information Practices, a set of principles used by governments to regulate the privacy of individuals' information, the group argues that legislation needs to be updated to ensure that their application is relevant to the world of online data collection.

Two trends make this a necessity, the group argues.  First, more people are doing a lot more things online, some of which involves very sensitive information.  Second, the collection of data of where people go and what content they consume, is becoming more widespread.  Much of this is done without the visitor's knowledge.  This information is then used to serve up advertising that is targeted toward the visitors.

The groups note the following concerns:
  • The lack of disclosure about the data collection is invasive.
  • The type of targeting used in advertising could be predatory in the sense that explotivie deals could be served up to those most likely to buy into a misleading pitch.
  • Targeting could be discriminatory, with certain classes of consumers getting better offers than others based on things like race or income.
  • The data collected by one entity could be sold to another entity without consent of the person being tracked.  Moreover, the information could be used for identity theft or even exploited by criminals or hostile parties.
Are the groups' concerns warranted?  I think so.  Despite the risk of reputation damage from shady business practices, some companies find the prospect of more effective ad campaigns too great of a temptation to resist. 

Even if a company's upper management culture may discourage such it, time has shown again and again that a loose cannon will step outside the lines to get an edge on the competition.

The nice thing about a corporate blog is that it gives you a chance to be transparent with your customers and give them a chance to connect with you voluntarily. 

Transparency comes with your posts because the content is the same regardless of the visitor.  No one can accuse you of serving up one kind of information to a favored demographic. 

Second, customers get to decide whether to form the relationship through comment submissions or call-to-action responses.  A customer who comes to you is going to be a lot easier to sell to than one you're tracking down through everything short of an Orwell novel.

What Came out of that Consumer Advocate Meeting?

Wednesday, September 2, 2009 by P.J. Hinton
Yesterday, I wrote a post about the perils of being too zealous with the collection and use of customer data.  I made passing mention about the efforts of several consumer and civil rights groups to spell out what sort of protections should be put in place. 

A recently published followup story on CNet News.com gives a wrap-up of the group's findings.  More importantly, the article provides a link to the policy document that articulates the basis for their stance.  In the next few days, I'll be digging further into the policy document and commenting about some of key recommendations and what they could mean for marketers.

Is it Possible to Know too Much about Your Customer?

Tuesday, September 1, 2009 by P.J. Hinton
Suppose you're running a business that purveys a product or service.  More often so than not, you're on a continuous quest to find new customers.  Sure, the economists in the ivory tower will tell you all about the efficiency of markets in connecting supply with demand, but in real life, connecting with potential buyers is easier said than done.

It's becoming clearer that the mass marketing of decades past doesn't pay like it used to.  Just look at the crumbling advertising revenue of newspapers and radio stations for cases-in-point.  No one seemes to agree totally what is most likely to work in the future.

Up until the economic downturn a couple years ago, online advertising seemeed to be showing great promise.  Pay-per-click (PPC) ad budgets swelled, with Google's fortunes rising with that tide.  Things have pulled back some with the recession, and there is plenty of speculation on whether the boom can be restored with economic recovery.

The fiercely competitive world of online advertising is driving major players to develop better ways of targeting advertising to customers.  Search engines and online advertising services alike rely on the collection of web surfers' browsing histories to infer what kinds of things these people may be interested in buying. 

The practice of analyzing and targeting advertising, part statistics and part tea leaf reading, is referred to as behavioral targeting, and it's not without its critics.  Indeed, eWeek is running a story on how a coalition of consumer and internet groups is holding a conference call on Sep. 1 to call the growing use of behavioral targeting into question.

As a business looking to get your message out to customers, this should give you good reason to pause.  Sure, you can spend lots of money gathering or buying user data, and then throw another chunk of change making sense of the data, and then allocate another round of funds to execute on that analysis.  Is all of this effort worth it if you wind up alienating your customers?  Or worse yet, draw the wrong conclusions about them and recommend totally inappropriate things?

If this seems like much ado about nothing, try mapping the customer experience in the brick and mortar world.  In most cases, customers like a human touch.  Do the people at this store know what they're selling?  Will they listen to me to figure out whether they can meet my needs?  Do I like the people I'm going to be doing business with?  You can probably picture what this dynamic is like when shopping at a business you are very loyal to.

Now suppose you're shopping at a different store and you notice that there's an employee following you everywhere you go.  At first you may think he's suspicious of you stealing someting.  You don't get the warm and fuzzies with such an adversarial stance. 

Now suppose when you leave the store that employee shadows you everywhere you shop as well, always trying to stay out of view and scribbling notes at every chance.  Now you're just annoyed and probably ready to confront the shadower. 

How do you think you'd respond if the guy told you that not only would he not show you what information he had gathered but also said he was entitled to do so by virtue of the fact that you set foot in his store?

Can I get a show of hands on whether you would visit this store ever again?  Yep, that's right, there's not many of you expressing your approval.  The few of you who do probably have bought into the behavioral targeting belief system hook, line, and sinker. :-)

So what do you do?  Instead of stalking your customers around the net, why not let the power of search bring customers directly to you?  This is where blog marketing comes in. 
  • Frequent posts, relevant to what you're doing, will elevate your visibility in search results.
  • When people show up on your blog and see ample examples of how you meet customers' needs, they're more likely to believe you know what you're talking about. 
  • The comment forms give them a chance to be heard, so they know that you are willing to listen.
  • If you do a good job of demonstrating that there are real, and motivated, people on your team, they're more likely to like you as a company.
This isn't to say that you can't use analytics tools as people visit your blog.  Indeed, we advocate accurate measurement as a means of learning what works with your customers.  It's OK to note what messages convert.  Just don't follow your customers out the door if they decide to bounce.

Worthwhile Read about Corporate Blogging Mistakes

Sunday, August 9, 2009 by P.J. Hinton
Over at Smashing Magazine, there is a post by Paul Boag that gets it (mostly) right about corporate blogging and why some businesses fail at it.  Go over there and read it.

The place where I disagreed with Boag was on Truth (1), which I think veers off course by not taking into account that different businesses have different types of relationships with customers.  You can read my dissent in Comment (22).

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